“Willie’s Reserve” Marijuana Brand by Willie Nelson

Add another name to the growing list of celebrity branded marijuana. Legendary music man and pothead Willie Nelson is launching what appears to be a vertically integrated cannabis empire.

The Daily Beast is reporting that the brand name, “Willie’s Reserve”, will encompass it’s own signature strains, physical stores, and branded cannabis gear, such as bongs. With comparisons and analogies to “fine wine” and “Whole Foods”, it’s probably safe to assume it is targeting the “high-end” of the marijuana market.

They also seem to emphasize what they call “the anti-Walmart model”:

So will there be signature strains that you grow under Willie’s oversight? Or will you sell other people’s strains?

It’ll be both. There will be our own, and then there will be opportunities for other growers, who meet quality standards. Let’s just call it the anti-Walmart model. Personally, internally, that’s what we call it. A certain standard by which growers have to account for carbon and such, in a way that empowers small growers who are doing the right thing.

They say they are expecting to commence operations of their stores in the next year.